The document discusses the rise of social media and its impact on customer service. It notes that customer expectations have increased as people are adopting social media faster than companies are adapting. It provides a 10 step framework for organizations to prepare for the social future of customer service, including conducting an audit, using a conversation prism to understand customer interactions, developing multi-channel strategies, training employees, integrating customer service with other business units, selecting and implementing CRM software, and defining metrics to measure success. The conclusion states that successful companies will place social customers at the center of operations, which can reduce costs and increase customer loyalty.

1. FUTURE OF CUSTOMER SERVICE
the rise of the social customer

2. presents a practical step-by-step
framework to help organisations prepare
for the social future of customer service
aim of the report
to examine the role of social
media in the rapidly-changing
customer service environment

3. old customer service: ☹
“2011 was the year that 20th century
customer service began to disappear”
Paul Greenberg, CRM at the Speed of Light

4. the rise of the social customer
"the institutions of modern developed
societies, whether governments or
corporations, are not prepared for this
new social power. People are changing
faster than companies"
David Kirkpatrick, Social Power and
the Coming Corporate Revolution

5. the conversation prism
by Brian Solis & JESS3: theconversationprism.com

6. customer expectations increasing

7. social enterprise ☛ social customer
"customers are people, people you connect
with, talk to, advocate for, listen to"
customer service can no longer operate
as a silo away from other business units
Marc Benioff, CEO Salesforce

8. social requires executive support
to take root, the social enterprise will depend
on an executive leadership that recognizes
the long-term value of its core elements

12. the frontline needs data
CRM software is the hallmark of the social
enterprise. Designed to record the collective
knowledge of the enterprise, as well as
ongoing interactions with customers

14. using the conversation prism
it is vital that companies fully
understand where, why and how
their customers are using social
media before they upgrade their
customer service operation
by Brian Solis & JESS3: theconversationprism.com

16. scale via advocacy and community
"no matter how many community
managers a company hires, they’ll
never be able to match the number
of active customers... who generally
know more about the company’s
services and products"
Jeremiah Owyang, Altimeter Group

18. 10 steps to the future
1. executive team
2. detailed audit
3. conversation prism
4. multi-channel strategy
5. training and guidelines
6. customer service link to business unit
7. identify CRM vendors
8. evaluate CRM vendors
9. consult with chosen CRM vendor
10. define metrics for CRM

19. conclusions
the social enterprise places the
social customer at the very heart
of its day-to-day operations
a social customer service
model reduces costs and
increases customer loyalty